Retailization.Brand survival in the age of retailer power.
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How to make your brand survive in the age of increasing retail power. Building brands from the shelf and out. A how to guide in brand building.
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Retailization.Brand survival in the age of retailer power.
- 1. Brand Survival in the Age of Retailer Power
- 6. EUROPE USA Brazil 0 60 70 80 90 % of purchasing decisions made in store they’re important!
- 7. Heineken Keg Can 4 3 2 1 One in 4 dollars of the US consumer’s grocery bill is spent at Wal- Mart One in 3 pounds of the UK consumer’s grocery bill is spent at Tesco One in 2 kroner of the Swedish consumer’s grocery bill is spent at ICA The biggest brands has less than 1% of an average consumer’s disposable income! they own your shoppers!
- 8. they’re Only Getting Bigger and more Global
- 10. they can do anything they want
- 12. Whoever owns the shelf owns the customers
- 14. are you being squeezed?
- 17. communication
- 18. I see
- 19. I seek
- 20. I seek and avoid
- 21. In 1960, a typical US household had fewer than six channels and 37.3% of viewers watched the top show, Gunsmoke. In 2003, a typical US household had more than 100 channels and only 11,5% watched the top show, E.R. The average US consumer’s ability to recall advertised products has dropped from 35% in 1965 to 10% in 2000. AAAA can report than in 1995 it took 3 TV ads to reach 80% of women in the US. In 2000 it took 97.
- 22. ‘mass channel has overtaken mass marketing’ Wal-Mart TV has 180 million monthly viewers Fifth largest US network 3 times the recall 30% more sale(s)
- 23. is awareness achievable? is awareness sustainable? is awareness relevant?
- 24. itunes movies
- 25. itunes shows
- 26. are you being squeezed?
- 27. Individuals or situiduals? the consumers are not helping
- 28. It is not that we need to have a jumper because it’s cold.The last thing we need is another jumper.We’ve got wardrobes full of things. We’ve got houses full of products.But we want to have a particular one because by having it we define ourselves (Vittorio Radice - Welcome to the Brand Bazaar Market Leader Issue 17, Summer 2002) they don’t need, they want
- 29. ”we’re not in the coffee business serving people, we’re in the people business serving coffee” Howard Schultz, CEO, Starbucks they’re shoppers, not consumers
- 30. me♥shopping they’re only loyal to superior customer experiences
- 31. are you being squeezed?
- 32. Branding was about establishing an emotional value community between brand and consumer
- 33. The future is about shopping communities
- 34. shelf
- 35. ’It’s been estimated that there are 1 million SKUs (standard stocking unit) out here in America. An average supermarket has 40,000 SKUs. Now for the stunner. An average family gets 80-85% of it’s needs from 150 SKUs. That means there’s a good chance that we’ll ignore 39,850 items in that store!’ Jack Trout Differentiate or Die; Survival in Our Era of Killer Competition, 2000
- 36. …when the consumer comes in like a shopper, there is a moment of consideration no matter what portfolio she is looking at. And it’s a very quick pseudo-intellectual interaction made in 3 to 6 seconds Chris Roberts, Global Retail Director, Coke
- 37. “6seconds” The Economist April 2005
- 39. brands live here
- 43. ‘There’s no such thing as a Power Brand only products that sell a lot’
- 44. creating sale(s)
- 45. There are only two moments of truth, when people buyyour product and when people tryyour product A.G. Lafley, CEO, P&G
- 46. Why on earth should I buy LEGO?
- 47. Why on earth should I try LEGO?
- 48. THE LEGO SQUEEZE
- 49. branding from the shelf and out
- 50. We don’t believe in above ... ... or below
- 51. image traffic
- 52. we believe in through the line
- 53. shopping your brand is just as important as your brand
- 56. Arena Competitive Context The Shopper Product Concepting Retail Impacting Creating Communication Organizational Enhancing
- 57. Step 1 - Arena! ! The place you play! defines your strategy!
- 58. where?
- 59. Proprietary distribution! Reinventing the arena! Coopetition!
- 60. Step 2 - Competitive Context! ! Always steal choice away from the competition!
- 61. who?
- 62. how ?
- 63. build your business on everybody else’s failures! constantly out-innovate! create a choice where choice has been forgotten!
- 64. Step 3 - Shopperen! ! Redefine your consumers as shoppers!
- 65. whom?
- 66. You’re always in the people first business ! Create Wants, not Needs you’re dealing with situiduals not individuals!
- 67. Step 4 - Product concepting! ! Behind every great brand, there’s an even greater product!
- 68. what?
- 69. Make It Clear Make an USP Make it Stand Out reMake it Constantly Make it More Make Sense Make itTheirs Make them Beg for it
- 70. Step 5 - retail impacting! ! Shopping for your product is as important as your product!
- 71. how?
- 72. how?
- 73. how?
- 74. how?
- 75. keep it fresh! extend the idea ! merge the First and Second Moment of Truth! create Clarity and Involvement!
- 76. Step 6 - creating communication! ! Make the two moments of truth the stars in your communication show !
- 77. communicate?
- 78. communicate?
- 80. Step 7 - organisation! ! To create sale(s), you must retailize your company!
- 81. how?
- 82. how?
- 83. Get Retailizing Get Curios Get Creative Get Producting Get Everybody Involved Get Moving
- 84. Arena Competitive Context The Shopper Product Concepting Retail Impacting Creating Communication Organizational Enhancing
- 87. thank you for your attention! ! lt@larsthomassen.com